off their skills - or lack of! Though some may
say that the TikTok model pushes the boundaries
even further by inviting strangers into our
homes, others would say that it’s a far healthier
way to engage online. The introduction of
live streams helps to breaks down those
barriers even more, forcing us to show our real,
authentic selves in a way we perhaps haven’t
been encouraged to do in the past.
That change has made way for a whole new
raft of influencers who found their fame
inside of the app. Sky & Tami, who post videos
dancing with their friends and playing pranks
on each other, have amassed more than
14 million followers and almost a billion
video likes, whilst Charli D’Amelio is the app’s
biggest star. After she launched her channel
in June 2019, the 16-year-old Connecticuter
posts choreographed dances to viral songs
like Dance Monkey and Hotline Bling, with her
success leading to multi-million dollar deal
with a premier talent agency and a spot
in a Superbowl ad.
Though some Western consumers are naturally
skeptical about the overnight success of a new
social network fresh out of China, the truth is
that it has a lot going for it. By stripping away a
lot of what Silicone Valley social networks get
wrong (endless picture-perfect filters, timelines
tailored to advertisers rather than users) TikTok
has built an impressive following in less than
two years, and with Douyin in China proving
to be a real challenger to apps like WeChat and
Weibo, businesses and consumers alike should
begin to take it seriously. So what are you
waiting for!? Practice your dance moves and
open TikTok: it’s time to go viral!